Have you ever wondered why, even with constant adjustments, your B2B marketing campaigns don’t convert as expected? And yes, you are not alone. The truth is that digital paid media algorithms do not always facilitate direct conversions, even when we invest in testing and optimizations. But there is one more factor that brings a light at the end of the tunnel: purchase intent.
Here is where the importance of looking beyond immediate conversions and observing your audience’s behavior comes in. The concept of the engagement pyramid is a powerful way to understand how users interact with digital content and how this can influence your marketing campaigns.
According to Statista research, Brazil corresponds to the second largest social media market in the Americas and fifth market in the world, with over 80% of the Brazilian population accessing social media platforms every day, proving the importance of engagement in marketing campaigns.
The engagement pyramid
According to Gideon Rosenblatt, ‘the engagement pyramid is a framework that helps us visualize how people can engage at different levels of ‘depth’ in our campaigns — and recognizes that more people are likely to engage when the level of commitment required is lower.’
Follow what each level of this pyramid means:
- Broad Observers (base of the pyramid) — These represent the majority of the audience and are those who consume your content passively. They read your posts, watch your videos, participate in webinars, and listen to podcasts, but rarely interact directly. Although they do not ‘raise their hand,’ their latent interest is a valuable indication that your message is being received.
Digital Context: these silent observers are fundamental for organic reach and campaign visibility. Even without interacting, they increase brand exposure, which is essential for building recognition and trust over time.
- Passive Engagers (middle of the pyramid) — they sporadically interact, like liking a post or watching a video, but are not yet ready to take a more significant action, such as filling out a form or making a purchase.
Digital Context: this group helps create important social signals for algorithms, which can amplify the visibility of your content. They validate the relevance of your message, even if discreetly.
- Active Contributors (top of the pyramid) — They are few but extremely valuable. These users not only consume content but also comment, share, and even create derivative content. They are engaged and committed to your brand.
Digital Context: although they are a minority, the active audience has a disproportionate impact on campaigns. Their actions can lead to discussions, attract new followers, and eventually convert leads.
The importance of observing the intention
In the context of digital campaigns, the concept of the engagement pyramid reminds us that a large part of the audience is comprised of silent observers. Even if they do not express themselves, their consumption behavior indicates an intention that should not be ignored.
Therefore, when planning your campaigns, it is essential to create visually appealing and informative content that captures the attention of these observers and encourages, whenever possible, the transition to higher levels of engagement.
And remember: intention is not the same as conversion, but it is a powerful indicator that your message is on the right track.
Campaign Integration
Integrate your paid media campaigns with email marketing and social selling strategies. This can reveal valuable insights into how potential leads are interacting with your brand, even if they are not yet ready to convert. After all, the customer journey is complex, and every step in the right direction matters!
